Americas
Trail Blazers sign jersey patch deal with StormX
Multiyear pact extends sponsorship activity by cryptocurrency companies
Collectors Holdings acquires Goldin Auctions
Deal reflects fervent push for greater scale in booming collectibles industry
Rollin With Juju – Pepsi & the NFL/Pittsburgh Steelers
In September 2020, Pepsi activated its NFL partnership with a team-focused strand of its league-wide ‘Made for Watching Football’ activation that offered Steelers fans alternative engagement opportunities at a time of limited access to Heinz Field.
Bold new era begins for US college sports with NIL rule change
Student-athletes now able to commercialize their rights without forfeiting eligibility
Angel City FC reveals colors, crest ahead of inaugural 2022 season
National Women's Soccer League expansion team Angel City FC has unveiled its colors and crest ahead of the club's inaugural 2022 season
Starbucks, Kraken secure wide-ranging agreement
Seattle, Washington-based global coffee chain Starbucks has secured a multiyear partnership with National Hockey League expansion team Seattle Kraken, which is focused on the franchise's Kraken Community…
Big3 names Taco Bell its official restaurant partner
Ice Cube's Big3 basketball league has brought in fast food chain Taco Bell as its official restaurant partner ahead of the 2021 season tip-off, scheduled for July 10 in Las Vegas, Nevada
Nascar, iRacing expand partnership
Nascar has expanded its long-standing relationship with esports partner iRacing, which has now been designated the US stock car racing series' official simulation partner.
AT&T 5G unveiled as presenting sponsor of 2021 MLS All-Star Skills Challenge
The 2021 MLS All-Star Skills Challenge, a key event of the Major League Soccer All-Star Game festivities, has secured AT&T 5G as its presenting sponsor, as well as three other commercial partners.
FTX extends sports push with Brady, Bundchen partnership
Cryptocurrency exchange FTX has taken another significant step to enhance its presence within the global sports industry by striking a partnership with Tom Brady, quarterback of the National Football League's…
Kim Kardashian’s Skims brand secures Team USA apparel deal ahead of Tokyo Olympics
Kim Kardashian's clothing brand Skims will provide the official underwear, loungewear, and pajamas for female United States athletes at the Tokyo Olympic and Paralympic Games this summer
Bettman: NHL boosted by positive reaction to helmet ads
Commissioner says lack of fan pushback fuels decision to maintain inventory
UFC opens up weight division presenting sponsorships with Battle Motors partnership
The Ultimate Fighting Championship has signed a multifaceted partnership with electric vehicle technology company Battle Motors, which has been designated the organization's official light duty truck as…
NBA grows sponsorship business 6 per cent to record mark
Multiple active categories, jersey patch deals fuel growth for league, 30 teams
YouTube secures naming rights to SoFi Stadium concert venue
Streaming platform YouTube has secured the naming rights to the 6,000-seat performance venue at Hollywood Park’s 300-acre sports and entertainment complex in Inglewood, California, which is anchored b…
CBF partners with Bitci to produce NFTs, Portuguese FA teams up with Socios
The Brazilian Football Confederation (CBF) has agreed a three-year deal with Turkish blockchain company Bitci Technology to develop a series of non-fungible tokens (NFTs) for Brazil’s national football t…
#Pit4Busch – Busch & Stewart-Haas Racing
In February 2020, beer brand Busch leveraged its sponsorship of Kevin Harvick’s No 4 Stewart-Haas Racing car at the Daytona 500 through a real-time Twitter sweepstakes.
Nitro Circus Pit Bike Triple Crown secures Fox Sports distribution, Guaranteed Rate partnership
Sports entertainment property Nitro Circus is expanding on the success of last year’s Pit Bike Championships with the creation of the Nitro Circus Pit Bike Triple Crown, which has secured a linear broadcast d…